No matter how long they’ve been in operation, the one constant in Wendy Falk and Tracy Schmid’s EDIBLE ARRANGEMENTS® business is family. The sisters repeatedly refer to them when describing the success of their enterprise.(continued below)
“We enjoy coming to work—this isn’t like a job for me,” Wendy says. “Working with Tracy, my niece, daughter and our sister-in-law is so nice. We complement each other—it really is a family business.”
Before she invested in the fresh fruit franchise, Tracy worked for three years at an EDIBLE ARRANGEMENTS® store in the Milwaukee area. She loved it so much she decided she wanted one of her own.
“It was creative, it was fun and it was interesting,” Tracy says. “Each day was different.”
Tracy took the idea to Wendy, who was managing her brother-in-law’s bar and restaurant supply business at the time. Together with their husbands, they opened their Milwaukee store in 2011.
“I was very excited about having our own business together,” says Wendy. “I thought it sounded like a really fun thing, and besides, the product was delicious and health-oriented.”
The sisters point to Tracy’s daughter Jackie and Wendy’s daughter Kristen as the creative ones on their team.
“I love all of the beautiful designs,” says Kristen, the store’s production manager. “It seems like every month there is a different one coming out, and it’s exciting. There is an arrangement for any kind of person out there.”
The team says in addition to the great marketing support they receive from the EA corporate office, they enjoy engaging in their own marketing efforts. They’ve donated fresh fruit arrangements for charity events, and recently provided bouquets for their first wedding function—always going out of their way to WOW their guests.
“When people see the beautiful arrangements we make, they say ‘WOW! They’re really beautiful!’” Wendy says. “Edible Arrangements is the ultimate in gift-giving.”
“The arrangements are easy to sell,” Tracy adds. “And when you see someone smile when they walk out the door with one, it’s such a great feeling!”
To honor their mother, the sisters named their business after her—Sylvia’s Sweet Sensations. They say each time their mom brings an arrangement to a function, she proudly tells people “My girls made this!”
“Tracy and I said a while back that we wish we could have done this a lot sooner,” Wendy says. “But we’re enjoying it now and it’s really great!”